Extreme Value Creation
The Rolex method: Unleashing pricing potential through powerful brand storytelling
Many luxury brands are leaving a significant amount of money on the table because they don't know how to price. Here's how Rolex gets clients to pay its significant premiums. Read More
The Birkin bag: Gen Z’s new love for old luxury and the art of storytelling
The Birkin bag combines exceptional craftsmanship with a narrative that captures the imagination, creating unparalleled desirability. Read More
Why luxury brands risk irrelevance without Gen Z appeal
If luxury brands are to thrive in the Gen Z era, they must challenge their traditional ways of thinking. Here's where they often miss the mark. Read More
The luxury watch market slows down. Is the bubble bursting?
Demand for secondhand luxury watches is nearing a two-year low. Here's why the luxury watch market may be reaching a critical juncture. Read More
Redefining luxury hospitality: Why top brands need to shatter the ‘paradise’ promise
While the promise of paradise is alluring, the narrative fails to establish unique cultural capital that is proprietary to an individual hospitality brand. Read More
What Is Luxury, Really?
Rather than focusing on price points and status, luxury brand managers should think of luxury as the ability to create extreme value for clients. Read More
Gucci Is Now At A Critical Juncture. Here’s What Luxury Brands Can Learn.
Since the departure of Alessandro Michele, Gucci seems lost. To reinvent itself, the luxury brand will need to be crystal clear with its storytelling. Read More
A Luxury Brand’s Weakness? Getting The Human Connection Right
When a brand is unable to provide a human connection, it does not create extreme value. And without it, there is no desirability, no loyalty, and a limited willingness to… Read More
Why Selling Luxury In China Is More Challenging Than Ever
In China, where brands can be canceled in hours and trends can emerge overnight, real-time digital insights and hyper-precision in messaging are critical. Read More
How To Create Successful Luxury Collaborations
Amid collaboration fatigue, distinguishing your brand’s project from the fray is more important than ever. Without a story, there is often no value. Read More
